跨境电子商务平台下企业入驻行为的演化博弈研究

发布时间：2018-03-14 21:16

本文选题：跨境电子商务平台　切入点：外贸企业　出处：《河北经贸大学》2017年硕士论文　论文类型：学位论文

【摘要】：在购物APP上购买商品已经成为消费者日常购物的一种方式,电子商务已经渗透到人们生活与工作的各个方面。当前,虽然全球经济出现衰退趋势,我国对外贸易也受到了冲击,但是跨境电子商务却呈现出规模壮大、增速上升的态势。因此,企业纷纷投入到这个前景广阔的领域。企业利用电子商务开展业务,在降低经营成本的同时,降低时间与空间对其的限制。但是由于跨境电商所服务的是不同国家的消费者,在税收、报关、物流、语言等方面都要求更高,因此企业将面临更加复杂的市场,需要投入大量资本。加入跨境电子商务平台成为企业的首要选择,但需要面临一些成本。而且跨境电商平台也有建设水平的高低,提供高建设水平平台必然面临着高成本和高风险。鉴于此,本文通过演化博弈来进行企业和平台的策略分析。对于博弈双方来讲,企业的博弈策略是选择入驻或者不入驻跨境电子商务平台,而跨境电子商务平台的博弈策略是选择提供高建设水平平台还是低建设水平平台。通过构建演化博弈模型,进行群体收益分析和演化博弈复制子动态方程分析,找到动态博弈的演化稳定策略,然后依据与该系统相对应的雅可比矩阵来对局部稳定性进行分析,从而获取群体动态均衡点的稳定性情况,并且引入演化相位图来更直观的了解动态演化过程。最终找到博弈的理想状态,那就是企业积极的加入跨境电子商务平台,平台会为提供高建设水平平台而努力,这能够最大化双方收益,也能够使社会资源得到充分利用。最后,为实现跨境电子商务朝着企业和平台双方良性互动的方向发展,需要政府、跨境电商平台和企业共同努力。政府应该为国内电子商务的发展创造良好的环境,跨境电商平台要通过各种措施提高平台网络效应,把平台做大做强,企业要积极应对跨境电商发展潮流。
[Abstract]:Shopping on APP has become a way of daily shopping for consumers. E-commerce has penetrated into all aspects of people's life and work. At present, although the global economy is in a recession, China's foreign trade has also been hit. However, cross-border e-commerce is showing a growing scale and increasing growth. Therefore, enterprises are investing in this promising field one after another. Enterprises use e-commerce to carry out business, while reducing operating costs. Reduce time and space constraints. But because cross-border e-commerce is serving consumers in different countries and is more demanding in terms of taxes, customs declarations, logistics, language, and so on, businesses will face a more complex market. It needs to invest a lot of capital. Joining cross-border e-commerce platform has become the first choice for enterprises, but there are some costs to face. Moreover, cross-border e-commerce platform also has a high or low level of construction. In view of this, this paper analyzes the strategy of enterprise and platform through evolutionary game. The game strategy of the enterprise is to choose whether to enter or not to reside in the cross-border e-commerce platform, while the game strategy of the cross-border e-commerce platform is to choose to provide the high construction level platform or the low construction level platform. Based on group income analysis and dynamic equation analysis of replicator of evolutionary game, the evolutionary stability strategy of dynamic game is found, and the local stability is analyzed according to the Jacobian matrix corresponding to the system. In order to obtain the stability of group dynamic equilibrium point, and introduce the evolutionary phase diagram to understand the dynamic evolution process more intuitively. Finally, find out the ideal state of game, that is, enterprises actively join the cross-border e-commerce platform. The platform will strive to provide a platform of high level of construction, which can maximize the benefits of both sides and make full use of social resources. Finally, in order to achieve cross-border e-commerce towards the direction of healthy interaction between enterprises and platform, The government should create a good environment for the development of domestic e-commerce, and the cross-border e-commerce platform should improve the network effect of the platform through various measures, and make the platform bigger and stronger. Enterprises should actively respond to the trend of cross-border e-commerce development.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F224.32

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